This paper reminds us that communications can sometimes have an almost immediate effect on growth. Travelocity started 2004 as a little-known travel brand, overshadowed by its higher spending rivals and without any sense of differentiation. But the company saw an opportunity to create a step-change for the business, by targeting regular online travellers who had been neglected by the competition. Travelocity was able to corner the market by stressing its own expertise and by using the ultimate travel "Aficionado" - Alan Whicker ? to convey this positioning. After 15 months, Travelocity boosted brand awareness by 54%, consideration by 36%, visits by 123%, unique visitors by 86%, sales by 135% and market share by 44%. The ROI was £5.60 for every £1 spent